基于儒家价值观的农村居民网购行为研究  

Research on Rural Residences' Online Purchase Behavior based on Confucian Values

作　　者：程璐[1] 邹瑞雪[1] 

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《商业研究》2015年第8期142-148,共7页Commercial Research

基　　金：国家自然科学基金青年基金项目"儒家价值观对农村市场‘买卖关系’影响的模型研究";项目编号:71202117;辽宁省教育厅杰出青年学者成长计划项目;项目编号:WJQ2013007

摘　　要：儒家思想对我国农村居民的价值观具有深远影响,而价值观影响着购买动机与购买行为。本文将购买动机作为中介变量,对现有儒家价值观量表进行改进,从"好面子"、"行为与地位相符"、"倾听他人"、"朴实稳健"四个维度对儒家价值观进行测量,将农村居民网购动机提炼为"求实"、"求新"、"求名"和"求廉";通过创建农村居民网购动机量表,利用SPSS统计软件对数据进行分析,使用AMOS软件进行结构方程检验,用实证方法验证儒家价值观对我国农村居民网购行为的影响路径及强度。Confucianism has a far- reaching influence on the formation of Chinese rural residences＇ values, and values affect the purchase motivation and purchase behavior. This paper improves the existing Confucian values scale by taking the purchase motivation as an intermediary variable, measures the Confucian values from the four dimensions of ＂caring about face - saving＂, ＂the consistence of behavior and position＂, ＂listening to others＂ and ＂simple and steady＂, and sums up rural residents＇ online purchase motivation into ＂seeking realistic＂, ＂seeking innovation＂, ＂seeking fame＂ and ＂seeking low- cost＂; Through the creation of rural residents＇ online purchase motivation scale, using SPSS statistical software to analyze the data, using AMOS software for structural equation testing, the paper verifies the influence of the Confucian values on the path and intensity of rural residents＇ online purchase behavior with empirical method.

关 键 词：儒家价值观 农村居民 网购动机 网购行为 结构方程 

分 类 号：F713.36[经济管理—产业经济]